engleski

Communication Effectiveness of Tourism Slogans

The paper describes effectiveness of tourism slogans from the perspective of communication strategies and semiotics. In the context of marketing, slogans indicate short phrases that communicate descriptive or persuasive information about the brand. Tourism slogans are one of the best ways to communicate tourism destination image to the market. This paper analyzes the complex issue of tourism advertising from the perspective that puts emphasis on slogans as semiotically structured signs. After the introductory section the paper discusses various approaches to the analyses of tourism slogans. It is followed by describing the issues in tourist destination communication, i.e. the larger social, political, economic, and cultural climate in which tourist destinations create their images and project their voices. They include the "opportune moment" for communications, the need to understand and capitalize on the psychology of constituencies, the best mix of communication channels and the ethical dimension of tourism industry communication. Tourist destination needs to pay attention to communication strategies because missed opportunities and potentially dangerous threats to industry performance are the unwanted alternatives. The paper then considers the possibilities for applying communication strategies on Croatian tourism industry. However, the adoption of slogans (the key part of a communication strategy), as most of other decisions related to Croatian tourism, causes many disputes.

communication strategies, communication effectiveness, slogan, tourism promotion, Croatian tourism

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